Your quality score is determined through several factors, including your click-through rate, the overall performance of your AdWords account, the quality and relevance of the content on your webpages, the quality and relevance of the text on your PPC ads and the relevance of your keywords to your ad groups. Of these factors, clickthrough rate is the most important in determining your quality score. Clickthrough rate is the percentage of people viewing your advert, who click on it, taking them to your websites. All other factors must be considered carefully to optimise your click-through rate.
So, if a high percentage of people who view your advert, click on it, Google sees this as being positive and will be much more likely to approve of your ad campaign. This means you’ll achieve a higher ranking and a lower cost per advert and this is the reason why quality score has become so important for online businesses. Before Google became established, the only way to gain advertising space on search engines, such as Yahoo was to bid an amount of money. So, if you bid $1 and another person then bid $1.01, their advert would be shown instead of yours.
As the search engines started to become smarter, they realised that adverts were being shown to people based on the size of the bid placed. Regardless of what the potential customer may have searched for online, the only adverts they saw were from those who bid the highest amount.
Therefore, it was possible to search for vegan shoes and see an advert for a furniture store. Now search engines use an algorithm which considers buying power, as opposed to the amount bid. Buying power is calculated using your maximum bid multiplied by your click through rate.
For example, if you’ve bid $1 and you have a click through rate of 10%, this equals $10. If a competitor bids the same amount, but has a click through rate of 5% that buying power would be $5. In Google’s eyes, you are being seen as twice as powerful, which means your advert is far more likely to appear in the search results than your competitors’, which is great! Even if you bid $0.51 your advert would still have a better chance of appearing in the search results than your competitors, but you’re bidding much less. This is one of the benefits of having a high-quality score or ad rank.
As you can see, the higher your quality score and your ad rank, the lower you’ll have to bid in your PPC campaigns and the higher your return on investments. A high-quality score is not easy to achieve, but with a combination of in-depth keyword research, competitor analysis, strategy planning and continuous optimization of your account, I will boost your clickthrough rate and increase Google’s approval of your campaigns. I will create perfectly crafted text for your ads, which will help increase your quality score.
If you want to find out more about how to increase your AdWord’s quality score, why not take advantage of Hartej’s free PPC check? You’ll receive a detailed and honest assessment of your accounts, including valuable information on how to improve your performance. Get in touch today to arrange your free PPC check, and you could significantly increase your return on investment through your ad campaigns.
